Campaign idea explanation:
Olympic Games are all about pushing one’s limits. Dolce Sport, official broadcaster of the Olympic Games in London, wanted to do more than just broadcast the competition. They wanted to live up to the olympic spirit and inspire Romanians. So, we challenged a romanian bike lover, Florin Georgescu, to ride the bike from Romania to London in 20 days (more than 2000 km) and to film his attempt through a camera mounted on his helmet. He is blind. He rides the bike in tandem, with his best friend. During Olympics, Dolce broadcasted not only the Olympic Games, but also Florin's ‘marathon’. While people could watch the Olympic Games on TV, they could also follow Florin's attempt daily on Internet, under the message ‘see beyond limtis’. Highly impressed with his story, it was covered both by traditional media (most important 2 TV channels in Romania, national newspapers) and digital media (digital editions of national televisions and papers), who covered it all along his journey. His story echoed all the way to New York, as NBC interviewed him during his journey. People were so touched by his attempt that they cheered him on, like a true olympian (avatars, blog posts, facebook & twitter posts etc). In order to interact with him, they uploaded supporting & cheering audio messages on campaign website that he could listen on the road through a specially developed mobile app. They also supported him through other digital tools like the campaign’s facebook page or the avatar generating application. When he finally reached London, President of the Olympic Committee welcomed him and made him an honorary member of the Olympic Committee. With more than 200 articles (traditional and digital media) and thousands of social networks reactions, the campaign reached and inspired more than 2.5 million people.

Multiple entry explanation:
Dolce Sport is a media channel and the campaign created awareness for the broadcasting of the Olympics on Dolce Sport and also promoted Dolce Sport as more than just a broadcaster of sport events, being an inspiring brand.